"We know that when children see their sporting heroes promoting alcohol, that they're much more brand-loyal and, therefore, more likely to consume.

PHIL WALTER

John Key and Richie McCaw enjoying a a Steinlager after the All Blacks beat the Wallabies in August 2015.

"Children see their sporting heroes linked with alcohol. In New Zealand, we have already agreed that alcohol should not be marketed to children by traditional marketing.

"Why should we allow it with sports sponsorship?

Former Kiwis rugby league coach Graham Lowe backed the call to show alcohol advertising in sport the red card.

ANTHONY AU-YEUNG

Shaun Johnson of the New Zealand Warriors displays an alcohol advert on the arm of his shirt.

"I know first-hand how difficult it is to fund sports, you're like a professional beggar ... but it is quite ridiculous to think that young people aren't affected or don't take notice of those ads during sport.

"Young people are loyal. They're loyal to their team. They're loyal to their favourite players. They're loyal to the sponsors, and that has an impact on them later in life."

However, the call for a ban was criticised by Association of New Zealand Advertisers chief executive Lindsay Mouat.

ROSS GIBLIN/FAIRFAX NZ

Former Wellington Phoenix coach Ernie Merrick with Jos Ruffell of the Garage Project at the launch of a commercial deal between the football club and the brewery.

"Banning alcohol marketing is not a solution to underage drinking," he said.

"Calls for greater controls over alcohol advertising ignore the facts that consumption of alcohol is falling, particularly amongst younger people."

Mouat said there was "a poor correlation between advertising spend and total alcohol consumption".

PETER MEECHAM

Former Kiwis rugby league coach Graham Lowe is backing Otago University researchers' calls for a ban on alcohol sponsorship of sport.

The Otago research found Sky TV audiences of five sporting events across rugby league, cricket, football and tennis during the 2015-16 summer were exposed to as many as 200 alcohol ads an hour.

Only advertising during game time was recorded. It included ads on things such as hoardings, goal posts, corner flags and players' uniforms.

During last year's Australian Open men's tennis final broadcast, alcohol brands were seen 777 times.

REUTERS

Viewers of the 2015 Australian Open tennis final, won by Novak Djokovic, were exposed to alcohol advertising 777 times during the match, according to the Otago research.

Steinlager's relationship with the world champions was established in 1986, prior to world rugby's move into professionalism.

New Zealand Rugby entrenched its links with Steinlager in March 2014. A deal running until 2020 includes an extensive partnership for this year's British and Irish Lions tour.

When approached for comment, NZR referred to its submission to the Ministerial Forum on Alcohol Advertising and Sponsorship in 2014.

GETTY IMAGES

New Zealand Rugby boss Steve Tew addresses the audience at the 2015 Steinlager Rugby Awards. He has warned in the past against stripping sports clubs of alcohol sponsorship, which forms a vital source of their investment.